Social media tools have become superb channels for marketers to reach consumers. Social media is important for marketers because it allows them to dialogue directly with consumers, which in turn engages consumers directly with company brands. Social media has revolutionized consumer purchasing...

As most of the organizations are becoming online-centric, they have to offer and sell products through different online platforms. Social media platforms serve as the most useful media for offering products to customers. So, this is necessary for them to know customers’ purchasing behaviors...

Millions of people are spending time and money on virtual goods: clothes for their characters in online hangouts, weapons for their fighters in massively-multiplayer games, and presents for their friends in social networking platforms. In this dissertation, I locate virtual goods as the latest...

Purpose Virtual goods consumption has risen dramatically in recent years. Recognizing the benefits of virtual goods in generating revenue for online game companies, marketers strive to understand the motives behind virtual goods purchases. We investigated the direct and indirect effects of...

Internet has played a significant role in our daily life from communicating to distant places through emails, video calls, online chats, social networking across the globe to playing games with others along with purchasing the goods or services through electronic media. There are several reasons...